Abstract

GIRALDO VASQUEZ, María Isabel  and  MACENA, Fabiana Francisca. Advertising as Realm of Memory: Beer Advertisements and Collective Memory. Escritos - Fac. Filos. Let. Univ. Pontif. Bolivar. [online]. 2021, vol.29, n.62, pp.193-212.  Epub Dec 18, 2021. ISSN 0120-1263.  https://doi.org/10.18566/escr.v29n62.a11.

Though advertising is a massive and global mechanism of communication, regionally it might provide possibilities to explore constructions of past perspectives of particular communities. Thus, the article considers advertising as evidence of collective memory and as part of the 'realms of memory', as understood by Pierre Nora and Jacques Le Goff. It, then, analyzes the advertising campaign for Pilsen (a local brand of beer in Antioquia, Colombia) made by the local painter Humberto Chaves, which was published in the newspaper El Colombiano during the 1940s. It is possible to consider advertising within the realms of memory because it is a material entity that becomes part of the heritage of a community, revealing customs, ways of being and acting, and ways of understanding reality and everyday life. Therefore, the article explores, first, the geographic, advertising, and theoretical-conceptual context. Then, it selects and identifies the advertisements from a collection of the primary source (El Colombiano). Finally, through analyzing the selected advertisements, it concludes that both the graphic and textual languages, and both the discourses of advertising and graphic design are social, cultural, political, and economical elements that reveal an identity, a cultural ethos, and a regional collective memory.

Keywords : Collective Memory; Advertising; Beer; Medellin; Humberto Chaves; Realms of Memory.

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